There are four things that great companies do really, really well, based on the work I've done for 200+ brands over the past decade. Those four things are:

They have robust new customer acquisition programs that generate large numbers of new customers at a very low cost.

They have a robust new merchandise development program, yielding high numbers of winning new items.

They maintain pricing integrity, often through maintaining low/scarce inventory levels.

They have a unique voice.

For the rest of this week, we'll discuss how catalogers intersect with each of the four things that great companies do well.

Homework assignment: Grade your catalog brand (or if you aren't a cataloger, grade your brand) based on each of the four topics above. Give your brand an A/B/C/D/F grade on each of the four topics. Hint - I will grade catalogers this week.

Kevin Hillstrom

Kevin Hillstrom, President, MineThatData

Kevin is President of MineThatData, a consultancy that helps CEOs understand the complex relationship between Customers, Advertising, Products, Brands, and Channels. Kevin supports a diverse set of clients, including internet startups, thirty million dollar catalog merchants, international brands, and billion dollar multichannel retailers. Kevin is frequently quoted in the mainstream media, including the New York Times, Boston Globe, and Forbes Magazine.

Prior to founding MineThatData, Kevin held various roles at leading multichannel brands, including Vice President of Database Marketing at Nordstrom, Director of Circulation at Eddie Bauer, and Manager of Analytical Services at Lands' End.

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